Fashion at its highest Quotient
‘Go where your customer is’. Following this mantra, Tanishq, a renowned jewellery brand from the stable of Tata, created presence and touch point at malls to cater to the TG aged between 14 to 22 years. Point-of-Purchase brings you more details on this initiative.
Tanishq discovered that its potential consumers aged between 14 to 22 years weren’t comfortable to walk into its premium retail boutiques, it decided to take its products where this target audience is – the malls. In February 2012 Tanishq launched FQ Teen Diamonds starting at Rs. 499 through kiosks designed specially for this collection. The malls are chosen in Delhi, Pune and Bangalore due to their high student population. “FQ is a range of affordable jewellery for girls in sterling silver with diamonds. The price ranges from Rs. 499 – Rs. 4999 catering to today’s “smart and sorted kids,” says Sanober Mannan, Brand Manager Tanishq. Core categories include rings, earrings, pendants, chains, charms, anklets and bracelets under four unique collections clustered by different scenarios occurring in a teenager’s life. Located at the entrance of the malls, the kiosks are 8X8 sq feet and can hold upto 400 products. Sukanya Gopinath – Head VM, Tanishq explains the brief, “The kiosk had to be positioned in the aisle or pathway of the chosen malls. It had to be an attention grabber with bright vibrant colours that appeal to the target group (TG). It had to be an open format, visible from all directions.” But at the same time, she adds, “it could not look ‘trinkety’ because we were dealing with precious metal and stones and we are from Tanishq – a TATA enterprise”. After sessions of brainstorming, the inspiration that drove the design came from Sukanya’s Paris trip. She explains, “The ‘Artist Quadrangle’ in the Montmartre area is a ‘temp setup’, where people wheel in their carts during the day, do their doodling and at night pack up and go. There was a sense of newness and excitement everyday. This seemed to be a workable concept.” However, there were numerous other aspects that had to be considered in the design. One of the biggest challenge was to accommodate all aspects of an operational Tanishq boutique into the 8X8 sq feet space; like an emphatic branding, optimum product display, space for comfortable sales staff movement, merchandise storage and most importantly product security. Talking about this, Sukanya emphasizes, “Since it is an open store where at the end of the day there are no shutters that are pulled down, security of the merchandise is imperative, for which there had to be provision of CCTVs, burglar alarm and a safe within the set up.” Talking about inspirations, Suknaya mentions Apple and the Chinese influence for funky products. She explains, “A lot of Chinese products are very sleek and perfectly finished. Their use and interaction of colours is very interesting and unique. Apple is a brand that is embedded in today’s kids’ lives. Drawing on these two inspirations, the kiosk was designed with simple straight lines, but at the same time there is a vibrant quirky feel. So everything was kept white with splashes of neon colours only in the umbrellas and the wheels.”